Web/Mobile Personalization with known customer data blueprint

Last update: 2023-07-20
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Use cases

  • Online personalization with known customer data
  • Landing page optimization
  • Personalization based on prior product/content views, product/content affinity, environmental attributes, and demographics in addition to offline data such as transactions, loyalty and CRM data, and modeled insights
  • Share and target audiences defined in Real-time Customer Data Platform on websites and mobile apps using Adobe Target.

Applications

  • Real-time Customer Data Platform
  • Adobe Target
  • Adobe Audience Manager (optional): Adds third-party audience data
  • Adobe Analytics or Customer Journey Analytics(optional): Adds the ability to build segments based on historical customer and behavioral data with fine grained segmentation

Integration patterns

Integration Pattern Capability Pre-Requisites
Real-time segment evaluation on the Edge shared from Real-time Customer Data Platform to Target
  • Evaluate audiences in real-time for same or next page personalization on the Edge.
  • In addition, any segments evaluated in streaming or batch fashion will also be projected to the Edge Network to be included in edge segment evaluation and personalization.
  • Web/Mobile SDK must be implemented or the Edge Network Server API
  • Datastream must be configured in Experience Edge with the Target and Experience Platform extension enabled
  • Target destination must be configured in Real-time Customer Data Platform Destinations.
  • Integration with Target requires the same IMS Org as the Experience Platform instance.
Streaming and batch audience sharing from Real-time Customer Data Platform to Target via the Edge approach
  • Share streaming and batch audiences from Real-time Customer Data Platform to Target through the Edge Network. Audiences evaluated in real-time require the Web SDK and Edge Network implementation.
  • Web/Mobile SDK or Edge API implementation of Target is not required for sharing of streaming and batch RTCDP audiences to Target though it is required to enable real-time edge segment evaluation outlined above.
  • If using AT.js, only profile integration against the ECID identity namespace is supported.
  • For custom identity namespace lookups on the Edge, the Web SDK/Edge API deployment is required and each identity must be set as an identity in the identity map.
  • Target destination must be configured in Real-time Customer Data Platform Destinations, only the default production sandbox in RTCDP is supported.
  • Integration with Target requires the same IMS Org as the Experience Platform instance.
Streaming and batch audience sharing from Real-time Customer Data Platform to Target and Audience Manager via the Audience Sharing Service Approach
  • This integration pattern can be leveraged when additional enrichment from 3rd party data and audiences in Audience Manager is desired.
  • Web/Mobile SDK is not required for sharing of streaming and batch audiences to Target though it is required to enable real-time edge segment evaluation.
  • If using AT.js, only profile integration against the ECID identity namespace is supported.
  • For custom identity namespace lookups on the Edge, the Web SDK/Edge API deployment is required and each identity must be set as an identity in the identity map.
  • Audience projection via audience sharing service must be provisioned.
  • Integration with Target requires the same IMS Org as the Experience Platform instance.
  • Only audiences from the default production sandbox support the audience sharing core service.

Real-time, streaming, and batch audience sharing to Adobe Target

Architecture

Reference architecture for the Online/Offline Web Personalization Blueprint

Sequence Detail

Reference architecture for the Online/Offline Web Personalization Blueprint

Overview Architecture

Reference architecture for the Online/Offline Web Personalization Blueprint

Implementation patterns

Known Customer Personalization is supported via several implementation approaches.

Implementation pattern 1 - Edge Network with Web/Mobile SDK or Edge Network API (Recommended Approach)

Implementation pattern 2 - Application specific SDKs

Using traditional application-specific SDKs (for example, AT.js and AppMeasurement.js). Real-time Edge segment evaluation is not supported using this implementation approach. However streaming and batch audience sharing from Experience Platform hub are supported using this implemenation approach.

Refer to the application specific SDK Blueprint

Implementation steps

  1. Implement Adobe Target for your web or mobile applications
  2. Implement Experience Platform and Real-time Customer Profile ensure that audiences created are activated to the Edge by configuring the applicable merge policy as active on the Edge.
  3. Implement Experience Platform Web SDK or the Experience Platform Mobile SDK with the correct extension (Target or Adobe Journey Optimizer - Decisioning) installed. Experience Platform Web/Mobile SDK or EDGE API are required for real-time Edge segmentation, but not required for sharing of streaming and batch audiences from Real-time Customer Data Platform to Target.
  4. Configure the Edge Network with a Edge Datastream
  5. Enable Adobe Target as a destination within Real-time Customer Data Platform
  6. (Optional) Implement Adobe Audience Manager.
  7. (Optional) Request provisioning for Audience Sharing between Experience Platform and Adobe Target (Shared Audiences) to share audiences from Experience Platform to Target.

Guardrails

Refer to the guardrails on the Web and Mobile Personalization Blueprints Overview page.

  • Edge profiles are only created when a user is active on the Edge, meaning their profile has streaming events being submitted to the Edge via the Web/Mobile SDK or the Edge Server API. This generally corresponds to the user being active on a website or mobile app.
  • Edge profiles have a default time to live of 14 days. If the user has not had active edge events collected, then the profile will expire on the edge after 14 days of inactivity. The profile will remain valid in the hub and be synced with the edge once the user becomes active on the edge again.
  • When a fresh profile is created on the edge, a sync call is made asynchronously to the hub to fetch any audiences and attributes that are configured for edge projection via a destination. As it is an asynchronous process it can take anywhere from 1 second to several minutes for the hub profile to sync to the edge. As such, fresh profiles can not be guaranteed to have the profile context from the hub for first page experiences. This applies as well for newly collected data to the hub. This data is projected to the edge asynchronously and hence the timing of when the data arrives to the appropriate edge will by separate from the edge activity. Only profiles that are active on the edge will persist attributes and audiences projected from the hub.

Implementation considerations

Identity pre-requisites

  • Any primary identity can be leveraged when utilizing implementation pattern 1 outlined above with the Edge network and Web SDK. First login personalization requires the personalization request set primary identity match the primary identity of the profile from Real-time Customer Data Platform. Identity stitching between anonymous devices and known customers is processed on the hub and subsequently projected to the edge.
  • Note that data uploaded to the hub prior to a consumer visiting or logging into a website will not be immediately available for personalization. An active edge profile must first exist for hub data to be synced to. Once created the edge profile will sync with the hub profile asynchronously resulting in next page personalization.
  • Sharing audiences from Adobe Experience Platform to Adobe Target requires the use of ECID as a identity when using the audience sharing service as outlined in integration pattern 2 and 3 above.
  • Alternate identities can be used to share Experience Platform audiences to Adobe Target via Audience Manager as well. Experience Platform activates audiences to Audience Manager via the following supported namespaces: IDFA, GAID, AdCloud, Google, ECID, EMAIL_LC_SHA256. Note that Audience Manager and Target resolve audience memberships via the ECID identity, so ECID is still required to be in the identity graph for the consumer for the final audience sharing to Adobe Target.

SDK documentation

Connection documentation

Segmentation documentation

Tutorials

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